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Tuesday, December 18, 2018

Dibrugarh University - B.Com 5th Semester: Principles of Marketing Syllabus


Course No.: 504 PRINCIPLES OF MARKETING(PMTG IX)
FOR B.COM GENERAL AND MARKETING, INT. BUSINESS, E-COMMERCE, AND HRM)
Marks: 80 Hours: 40
Objective: The objective in this course is to help students to understand the concept of marketing and its applications.

Course Contents
UNIT-I: Introduction: Nature and scope of marketing; Importance of marketing; Marketing concepts- traditional and modern; Marketing mix; marketing environment.           20: 10 hrs

UNIT-II: Consumer behavior and market segmentation, meaning and significance of consumer behaviors ;Market segmentation- meaning and importance ; Bases for market segmentation.                  20: 10 hrs

UNIT-III: Product: Concept of product; Product planning and development; Packaging-role and functions; Brand name and trade mark; after sales service. Price: Importance of price in the marketing mix; factors affecting price of product/service.                    20: 10 hrs

UNIT-IV: Promotion: Meaning, needs and importance of promotion; Methods of promotion. Distributions Channels and Physical Distribution channels; Factors affecting choice of a distribution channel. 20: 10 hrs

Text and Reference Books:
1.Philip Kotler: Marketing Management, Prentice Hall, New Delhi.
2.Sontakki C.N: Marketing Management, Kalyani Publishers, New Delhi.
3.Evans: Marketing Management, Cengage Learning India Pvt. Ltd., Delhi
4.Sharlekar: Marketing Management, Himalaya publishing, New Delhi.
5.Dabur: Marketing Management, S. Chand, New Delhi.
6.Cotler: A Framework for Marketing Management, Pearson, New Delhi.

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